Losing hurts. And there’s nothing quite like the anguish of football fans on Super Bowl Sunday when their team doesn’t win. The perfect cure? An emotional support dog. Hot dog, that is. Dietz & Watson has teamed up with Red Tettemer O’Connell + Partners (RTO+P) to launch a Super Bowl campaign for the losers this year. The Philly-based meats and cheese purveyor is introducing 'Emotional Support Dogs', offering sad fans free 'emotional support' hot dogs the day following the big game. Anyone who tweets #DietzSupportDogs🌭+ #giveaway will automatically receive a link to get two warm, comforting hot dogs right to their front door, totally free while supplies last.

Combining several digital and physical components, the campaign will run nationally across social, with concentrations in select markets including Philadelphia, Los Angeles, and Cincinnati. In addition to the Twitter integration, the campaign will include a dedicated microsite, slated to go live this Thursday, and launch film, viewable here. This effort marks Dietz & Watson and RTO+P’s third Super Bowl hack. In years prior, they launched Dietz Nuts as the perfect game day snack with The Office alum Craig Robinson and, prior to that, created a live interactive medieval deli and snack delivery effort on game day dubbed “Deli Deli!” drafting off the popular beer brand phrase “Dilly Dilly!”.

“From our perspective, the fact that this initiative will go live after the Super Bowl makes it pretty unique,” said Lauren Eni, Vice President of Brand Strategy at Dietz & Watson. “While most big brands spend money in the lead up and during the game itself, we want to focus on the aftermath by giving some attention to the fans that need extra love the day after.”

“As we were developing creative, we noticed that not a lot is done around the losing team or its fans. The idea of highlighting one of D&W’s top-selling products as “Emotional Support Dogs” – and coming to the rescue for the fan family who’ve just been through one of the biggest letdowns in sports – seemed like the perfect idea for a brand that’s all about family,” said Steve O’Connell, Partner and Co-Chief Creative Officer at RTO+P. “The past few years have been challenging for everyone. We can’t solve every problem, but we can brighten someone’s day with a free hot dog.”